M&M's: Your Logo Here

Published in CSP Daily News

Candy company to offer custom branding service

HACKETTSTOWN, N.J. -- The candy that melts in your mouth, not in your hand has a new message: this space for rent. M&Ms next month will be available for corporate logos and advertising under a plan called My Branding, according to a Reuters report.

Hackettstown, N.J.-based Masterfoods USA, a unit of privately held Mars Inc. and the maker of M&Ms, wants more peopleand now companiesto order its chocolate candy in bulk, for party favors or corporate gifts.

Expanding its My M&Ms line, Masterfoods said it will charge a [image-nocss] setup fee of $100 and then $22.50 to $30 per pound for the M&Ms, depending on the order. It also plans to sell ready-made message-bearing M&Ms in retail stores like birthday or anniversary cards.

Jim Cass, vice president and general manager of My M&Ms, said the business already generates between 800 and 1,000 orders a day from a database of about 250,000 customers. We think for sure that this business can probably handle a million customers [a year] over the next three or four years, Cass told Reuters.

M&M's already allows consumers to purchase candy with customized text messages on its Web site.